1.

Global Brand Equity Research Study

2018/2019

2.

Brand Finance® Equity Research

Over 5,000 brands valued each year

• Brand Finance has been working for the last 14 years compiling valuations of the most

valuable brands in the world.

31 countries covered in the research

• Our study aims to accurately gauge a global perspective of brand performance in the minds of

consumers.

More than 100,000 consumers surveyed

• Our large sample sizes ensure that market trends and accurately reflected, outliers are clearly

identified, and significantly eliminates any margin for error.

Relevant metrics across all industries and brands

• Brand Finance is at the forefront of Brand Equity Research and captures key measures such

as consideration, usage, preference, NPS and loyalty.

We are now into our 4th year of historic data

Overview and introduction

3.

Brand Equity Research Coverage 2018-19Original market research in 31 countries and across 10 sectors

• Not all categories are covered in every country

• Beers & Tyres are covered every alternate year

31 countries

Australia Romania

Brazil Russia

Canada Saudi Arabia

China Singapore

Denmark South Africa

France South Korea

Germany Spain

India Sweden

Indonesia Switzerland

Ireland Thailand

Italy Turkey

Japan UAE

Malaysia UK

Mexico USA

Netherlands Vietnam

Portugal

4.

Sector CoverageResearch encompasses brands across 10 sectors with three additional sectors including in

the 2019 wave

Airlines Banks

BeerAutomobiles Hotels & Leisure

Insurance

Oil & Gas Technology Telecoms

Utilities

Retail Restaurants Apparel

NEW (2019 Wave)

5.

The Brand Finance Equity Research Covers over 2000 brands globallyWe analyse a wide portfolio of brands across various geographical locations.

6.

How do clients use our research?Applications, Benefits and Scope

Potential Applications Benefits

Insight / Strategy

• Cost effective annual brand tracking

• Improved internal understanding of brand

• Measurement of relative brand performance on key choice attributes

Benchmarking

• High-level benchmarking – direct competitors and across categories

• Large number of competitors in each market

• Validation of brand positioning vs competition

Understanding

• Diagnose brand strengths and weaknesses

• Understand profiles of emerging brands

• Identify what drives consideration, preferenceand intention to switch.

Scope

• Brand-focussed

• Strategic brand perspective

not short-term campaign

assessment.

• Complementary to existing

continuous Brand and Ad

tracking / research.

Brand Equity

Overview

7.

Brand equity measurement sits at the heart of brand evaluation and is an important process for any branded business.

Why Brand Equity Surveys are Essential for Strategic Decision making

Broader brand perceptions from

surveys still relevant and valuable

• Are indicative of overall brand health

and predictive of future revenues.

• Identify brand strengths and weakness

• Evidence from Koen Pauwels & others

reaffirms the continued relevance of

survey measures

Mental & physical availability, distinctive

brand assets all important

• How Brands Grow - Byron Sharp

compelling evidence that these are

crucial growth drivers; these can and

should be measured.

The ‘marketing funnel’ is a key

construct

• Measures such as familiarity,

consideration, preference, are

important indicators

• But we also need to understand the

factors which drive consideration and

purchase

Advocacy & Word-of-Mouth contribute

significantly to brand growth

• Online and real-world social reputation

can and should be tracked

8.

Online

FieldworkMarket Research Survey is

administered across the

respective markets through

our trusted partners:

DatabaseFollowing Data Collection, and

post quality control, the data is

uploaded to the global data

base.

Survey Methodology and Quality ControlEquity Data is available in two different formats: via the online portal or through an in-

depth Brand Value report

Brand Equity

Overview

1

2

Brand Directory Brand Equity Data is made available through the Brand

Directory. Data is displayed in various reporting formats

such as tables and graphs

Data can be

downloaded

Brand Valuation ReportsData is available in the form of Brand Valuation reports

which provide an in-depth analysis of a specific brand and a

chosen competitor set.

9.

Survey Methodology and Quality ControlGeographic coverage of all key markets

Survey Design

• Online questionnaire

• Survey duration (LOI) – 20 minutes

• Surveys are conducted in local languages - official language(s) of the market in question

• Surveys are compatible with PC/laptop and mobile phones.

• Respondents evaluate brands in 2-4 categories. Appropriate screening criteria applied to ensure respondents meet the specific

requirements for each category.

Geographic Coverage & Sample Size

• Data collected in 31 markets with a sample size of over 50,000 adults (500-5,600 per market), representative of each country’s

(online) population. Data is weighted to reflect the age, gender, region and where relevant ethnic profile of the population.

Fieldwork dates:

• Online fieldwork is conducted annually in September/October each year.

Research Partners:

• Brand Finance selects ‘best-in-class’ online research panel/sampling providers in conjunction with our lead fieldwork partners,

Alligator and Toluna.

Key Content:

• Brand KPIs: familiarity, consideration, usage, preference, satisfaction, recommendation and intention to switch.

• Core functional & emotional brand attributes gathered for brands familiar with.

• Optional driver analysis run to identify which attribute perceptions most strongly drive key outcomes such as brand consideration,

brand preference, and brand loyalty.

Brand Equity

Overview

Quality Control

• 1. All of Brand Finance research

adheres to ESOMAR/ICC Code of

Conduct requirements.

• Our brand evaluations and valuations

follow ISO (10668/20671) best

practice, and are vetted by the

Marketing Accountability Standards

Board

• 3. Our QC follows processes to

eliminate bots, data speeders and

other signals of poor data quality.

Our trusted partners:

10.

Questionnaire Overview – what do we ask people?

‘Brand funnel’

Key measures of brand awareness and considerationOther brand KPIs

• Overall reputation

• Key image dimensions – is the brand trusted, quality,

innovative, good value, etc

• Emotional closeness

• Recommendation (Net Promoter Score)

• Word-of-mouth – have you discussed this brand with

anyone recently? Positively or negatively

Plus relevant diagnostics & detail

• Additional functional and emotional image dimensions

• Demographics

• Selected category behaviour/ownership data

Awareness

Familiarity

Consideration

Preference

Loyalty

Have heard of you

Know something

about you

Would consider

buying/using you

Prefer you to all

other brands

Brand user who

intends to stay loyal

11.

Questionnaire (1)

Screening/quota questions Gender, age, region

Category qualification questions

(For banking, telecoms, tech, all

respondents were deemed to qualify)

Airlines. In the past 12 months, have you taken a flight for either business or leisure purposes

Auto, Oil/Gas. Does anyone in your household own or lease a car, van or motorcycle, or plan to buy one in the next 6 months

Beer. Which of these drinks do you consume at last once a month?

Hotels/Leisure: In the past 12 months have you stayed in a hotel? Been on a cruise? Visited a theme park?

Insurance. Do you take out any insurance cover?

Utilities. Are you the decision maker or joint decision maker of any utility bills

Awareness & Familiarity For each of the following brands, please indicate how well you know them

Usage Have you used this brand’s products or services before?

Consideration Which brands would you consider using in the future and which would you not consider using”?

Preference Of the brands which you indicated you would consider, please indicate which one you most prefer?

Quality How would you rate the quality of this brand’s products/services compared to competing brands products/services?

Trust How much do you trust this brand?

Reputation How strong, in your opinion, is this brand’s overall reputation?

Emotional Closeness How close do you feel to this brand

Recommendation (NPS) How likely are you to recommend this product/service amongst your friends and family?

Loyalty/Switching How likely are you to continue using this brand beyond the next 12 months?

12.

Questionnaire (2)

Word of Mouth

Thinking about the past 7 days, have you had any kind of conversation or exchange of views about

<BRAND> with someone else such as a friend, family member, work colleague or social media

connection.

In your most recent conversation/exchange/post, how positive or negative about <BRAND> were you and

those you ‘talked’ to?

Brand Image

Which of these statements, if any, do you think apply to < BRAND >

Easy to deal with

Genuinely offer something different

Care more about profits than their customers

Innovative

Excellent website & apps

Boring

Great customer service

A step ahead of the competition

Expensive/overpriced

Care about the wider community

Popular with my friends

A symbol of success

Great value for money

Category behaviour

Airlines: How many trips by air have you taken in the past year for business or leisure?

Auto: Are you likely to buy another car or van in the next 6 months (new or used)?

Banks: Which of these banking products and services do you have now, and which are you seeking new

providers/solutions for either now or in the near future

Technology & Telecoms. Which of these types of technology product do you currently own, and which are

you looking to buy/replace in the next 6 months?

Additional Profiling Marital Status, Presence of Children, Ethnicity

13.

Sample & Sector Coverage in 2018Market Sample Size Sector Coverage

AirlinesAutomobiles &

TyresBanks Beer + Spirits Hotels & Leisure Insurance Oil & Gas Technology Telecoms Utilities

Australia 2667 1 1 1 1 1 1 1 1 1

Brazil 916 1 1 1 1 1 1 1

Canada 2036 1 1 1 1 1 1 1 1 1 1

China 4795 1 1 1 1 1 1 1 1 1 1

Denmark 605 1 1 1 1

France 2385 1 1 1 1 1 1 1 1 1 1

Germany 2353 1 1 1 1 1 1 1 1 1 1

India 2442 1 1 1 1 1 1 1 1 1 1

Indonesia 833 1 1 1 1 1

Ireland 1123

Italy 2337 1 1 1 1 1 1 1 1 1 1

Japan 1925 1 1 1 1 1 1 1 1

Malaysia 782 1 1 1 1 1 1

Mexico 1021 1 1 1 1 1 1 1 1

Netherlands 1600 1 1 1 1 1 1 1

Portugal 712 1 1 1 1 1

Romania 2159 1 1 1 1 1 1 1

Russia 1683 1 1 1 1 1 1 1 1

Saudi Arabia 823 1 1 1 1 1 1 1

Singapore 850 1 1 1 1 1 1

South Africa 1573 1 1 1 1 1 1 1

South Korea 600 1 1 1 1 1

Spain 2401 1 1 1 1 1 1 1 1 1 1

Sweden 696 1 1 1 1 1 1

Switzerland 651 1 1 1 1 1 1

Thailand 739 1 1 1 1 1 1

Turkey 496 1 1 1 1

Uae 1027 1 1 1 1 1 1 1

UK 3123 1 1 1 1 1 1 1 1 1 1

USA 5624 1 1 1 1 1 1 1 1 1 1

Vietnam 616 1 1 1 1 1

14.

Brand Finance

Founded in 1996, we are the world’s leading independent brand

valuation consultancy.

Brand Finance exists to help clients build successful, admired and

effective brands. And for 20 years we have helped organisations

evaluate marketing programmes, and marketing teams present their

case in the Board Room.

We combine creative thinking and brand strategy skills, with a

clear focus on measuring effectiveness and value.

Our team of professionals, from a mixture of backgrounds, use

customer insight, market analysis and brand valuation techniques to

analyse the impact of brand and marketing decisions on company

profitability and growth potential.

Every year Brand Finance values over 5,000 brands across all sectors

and geographies. The results are tabulated and published in the media

to raise awareness of brands as valuable business assets to be

carefully managed.

A bit about us

Ben Baigrie

Senior Research Analyst

Ben graduated from the University of

Cape Town with majors in Economics and

Marketing whilst further completing an B-

COM honours in Financial Analysis and

Portfolio Management.

Steven Thomson

Head of Research and Insight

Steve has a wealth of experience gained

across a 30+year career focussing on

what makes people tick and drives their

brand choices.

Steve has held senior positions in some

of the world’s largest research agencies

and consultancies. He has a degree in

Economics from Cambridge University.

15.

Our Brand Evaluation Services

How are brands perceived in my category?

Brand Finance tracks brand fame and perceptions across 31 markets in 10 consumer categories. Clear, insightful signals of

brand performance, with data mining options for those who want to dig deeper – all at an accessible price.

What if I need more depth or coverage of a more specialised sector?

Our bespoke brand scorecards help with market planning and can be designed to track multiple brands over time, against

competitors, between market segments and against budgets. Our 30-country database of brand KPIs enables us to

benchmark performance appropriately.

Do I have the right brand architecture or strategy in place?

Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning. The

effectiveness of alternative architectures is tested through drivers analysis, to determine which option(s) will stimulate the

most favourable customer behaviour and financial results.

How can I improve return on marketing investment?

Using sophisticated analytics, we have a proven track record of developing comprehensive brand scorecard and brand

investment frameworks to improve return on marketing investment.

What about the social dimension? Does my brand get talked about?

Social interactions have a proven commercial impact on brands. We measure actual brand conversation and advocacy, both

real-world word of mouth and online buzz and sentiment, by combining traditional survey measures with best-in-class social

listening.

16.

Contact us

Brand Finance is the leading brand valuation and strategy firm,

helping companies to manage their brands for improved business results.

www.brandfinance.com

Brand Finance

3 Birchin Lane

London, EC3V 9BW

United Kingdom

Steven Thomson Insight Director

Brand Finance plc

E. enquiries@brandfinance.com

T. +44 20 7389 9400